Data mining for brand building

Date of publication: September 1, 1998

Abstract:

This paper demonstrates the potential power of data mining modem single-source consumer databases. The use of a database containing information collected from young people in several European countries to provide much of the insight usually obtained from expensive and time- consuming ad-hoc surveys is discussed. Obtaining interesting qualitative insights to give organisations a marketing edge is demonstrated utilizing a single source database. We conclude that this use of databases will stimulate significant growth in the database approach to market analysis.

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